Everyone understands the importance of having a Web site. Unfortunately, only a few know the important ingredients that every agent’s Web site must have if it’s to generate leads.
If you already have a Web site or are planning on launching one, following is a checklist of 10 elements you need to maximize your exposure and your leads.
#1: Useful information
Most online insurance shoppers start out looking for information. Make sure your Web site contains educational and informative content that shoppers will find useful. Because many agent Web sites don’t bother to educate their prospects, adding useful content will help you stand out from the crowd.
So what should you write about? Look at it from the shopper’s point of view. Start by explaining the process and different plans available. You may also want to include a glossary of common terms. And don’t forget to ask your carriers for pre-written material you can use.
#2: About us
Look around at other agent Web sites, and you’ll see that their “about us” sections are either very skimpy or full of fluff — clearly, they’re missing an opportunity to build trust with Web site visitors.
Provide a brief history about your agency, including any certifications and awards you’ve earned. And if you have a staff, don’t forget to list their names to show there are real people serving your clients.
Photographs help prospects and clients connect with you — especially if they’ve never met you. Remember to add professional photos of you and other staff members.
There is one cautionary note: Avoid cutesy and overly casual photos. Although some shoppers may find them amusing, most consumers prefer to deal with a professional when it comes to their money and health.
Client testimonials are powerful. If you don’t have any, it’s time to pick up the phone and ask for them. After you get a testimonial from a client, make sure to get a signed authorization allowing you to use it.
In addition to having a testimonials page, you should sprinkle one or two testimonials on each Web page. Whenever possible, try to use the client’s full name in the tagline.
#5: Carrier information
Consumers want options, and they identify with brand names. Knowing that you’re signed up with well-known carriers helps assure shoppers that you’re reputable and offer choices.
Instead of listing the carriers you offer, consider including your carriers’ logos on your home page. Top producers have learned that it’s an effective way to catch your visitors’ attention.
#7: Organized navigation
Your Web site’s navigation refers to the way you’ve organized and connected the pages in your Web site. Ideally, you should be able to reach all the pages on your site from your home page — with just one or two mouse clicks.